Word: tempting
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...reason, U.S. brewers are trying every trick of the trade to boost their lagging sales. To keep ahead of the pack, Anheuser-Busch's President Gussie Busch has taken over the sales job personally, is kicking off a record $14 million advertising campaign to plug his beer; to tempt the TV-watching home market he has brought out new four-fifths-of-a-quart bottles, plus 16-oz., 10-oz. and tiny 7-oz. "ladies' size" bottles. As a running mate for premium Budweiser, the company has developed a brand-new, cheaper (5? to 10? a bottle) beer...
Milwaukee's Schlitz, which once loaded its beer with vitamin D, is spending millions on TV advertising, has brought out 16-oz. cans to tempt the home market, and a new, specially treated paper cup to make beer taste better at ball games. Milwaukee's Pabst also has half-quart sizes, is pushing an "Ice-Pak" beer cooler for the summer trade and a new "four-pak" carton, has even set up a special "gustametric" laboratory to test beer flavor on a scientific basis by charting the tastes of a dozen beer drinkers. Together, Pabst and Schlitz have...
Hatoyama's precarious right wing coalition of Liberals and Democrats is in hot water at home, which weakens his ability to deal with the Russians, but may tempt him to dally with them in a reckless last-minute bid for popularity. But Hatoyama must also ask himself whether Japan can afford to quit the U.S. shelter. The U.S. spends about $800 million a year in Japan, and provides its only real defense...
...unsettled problem is the question of whether the insurance coverage should be voluntary or not. A voluntary insurance program could defeat its own purposes, however. Although it would give protection to those enrolled, it might also tempt students to pass up the needed coverage altogether. No doubt certain exceptions to the compulsory principle might have to be made, especially in the case of students who are already properly insured on coming to college and wish to maintain those policies. But these exceptions only prove the rule that should guide the University in its decision-comprehensive coverage for all students...
...tempt motorists most new motels offer TV and air conditioning, a swimming pool, some kind of food service, children's play areas, and telephones in every room. Says one successful Northwest operator: "People want complete service -a barber, a beauty shop, a car wash-the works." Fort Worth's successful Western Hills Motel (TIME, July 9, 1951) goes a step farther with a separate block of rooms for guests' maids and chauffeurs. In Santa Monica, Calif, the big $1,500,000 William Tell Motel, which offers a swimming pool, playground, TV and air conditioning...